1977: Roland Barthes, Elements of Semiology
Barthes wrote lots of great stuff that could be included here (Mythologies is definitely worth checking out); still, as far as semiotics goes, you can’t go wrong with this essay collection.
Building on Saussure’s idea of a general science of signs, Barthes summarizes some key terms and concepts relating to semiotics, grouping these under the headings “Language and Speech,” “Signified and Signifier,” “Syntagm and System,” and “Denotation and Connotation.” Now that’s a fun set of couples to go line-dancing with. On top of this, he explores how meanings are produced in relation to things like fashion and food and other important things, highlighting the relevance of semiotics to daily life. Think semiotics is just a stuffy, academic thing? Think again.
Barthes emphasizes that, even when we’re analyzing objects, images, and behavior, language is as important as anything to that analysis. Why is this? How does language come into play when we’re dealing with material goods and topics that don’t make obvious use of linguistics?
Thinking about the distinction between language (langue) and speech (parole), Barthes argues that there are certain semiotic systems in which speech is restricted (as opposed to language and speech being 50/50) and writing is favored. Why might this be? And what are the implications for means of communication?